40% US viewers will stream Olympics

Velti, a global provider of mobile marketing and advertising technology, has shared the results of a nationwide poll showing 40 per cent of those who plan to follow the Olympics this summer will do so on two or more devices. The results also revealed that 35 per cent of US adults will turn to their tablet for news and coverage, while 27 per cent will use their smartphone. The study was commissioned by Velti and conducted online by Harris Interactive in June among 2,088 U.S. adults.

Among those turning to smartphones or tablets to track the games, online browsers trump application usage on both devices. Of those using a smartphone who will follow the Olympics, 77 per cent will tune in using a browser (reading articles/blogs, viewing video clips, streaming live coverage or via social networking sites) while 63 per cent will use an app (specifically designed for Olympics coverage, general news app or social networking app) for updates. Among tablet users, 80 per cent will use a browser and only 58 per cent will utilize apps.

Of those using a smartphone to follow the games, 45 per cent will access video clips and replays, while 41 per cent plan to stream live coverage via a browser. Fifty per cent of tablet users will watch videos and replays on their browser, while 45 per cent will stream live coverage. This is the first year the Olympic Games will stream all 32 sports live.

“This survey reveals that a significant number of Americans are choosing to consume Olympic content on the go, and while doing so they’re overwhelmingly turning to mobile browsers,” said Krishna Subramanian, Chief Marketing Officer of Velti. “Further, the Olympic audience is becoming more fragmented. For brands that want to reach Olympic viewers, this is an important finding as it highlights the ability to look beyond TV and focus on secondary devices such as smartphones and tablets.”

Of those who plan to follow the games on two or more devices, younger adults are more likely than their older counterpoints to do so. Of those 18 – 44 years old, 44 per cent plan to use two or more devices while only 34 per cent of those age 55+ plan to. Fourteen per cent of U.S. adults who will follow the Olympic games will do so by using 3 or more devices. Overall, men are more likely than women to follow the games on three or more devices (18 per cent vs.11 per cent, respectively).

Additional interesting findings:
– Of those who will follow the Olympics this summer: 36 per cent will follow the games on a TV and a computer; 11 per cent will use a TV and their smartphone; 10 per cent will use a computer and their smartphone.
– A significant amount (39 per cent) of U.S adults using their smartphones to follow the games will also be doing so by communicating with their peers via talk and/or text. Thirty-two per cent plan to text with others about the Olympics, and 21 per cent will talk on the phone with others about the Olympics.
-Overall, among men between the ages of 18-34, 83 per cent plan to follow the Olympics at all, vs. only 71 per cent of females in the same age group.